INTERVISIBLE DESIGN

​In collaboration with Hovercraft, I was contracted as spatial designer and experiential lead for Jordan Brand’s “Unbannable” retail takeover at Shoe Palace in Oakland during NBA All-Star Week 2025. The goal of the activation was to transform an everyday retail environment into an immersive campaign platform that celebrated Jordan’s rebellious legacy while engaging the local community and All-Star visitors.

​

By reshaping the store flow, amplifying product storytelling, and creating bold graphic interventions, the takeover highlighted Jordan’s history of defying convention and its connection to street culture and basketball heritage.

​

Using high-contrast materials, oversized campaign graphics, layered lighting effects, and precise fixture detailing, we developed a material and spatial language that felt raw, energetic, and distinctly Jordan. Immersive product moments, community-driven storytelling zones, and curated brand touchpoints created a takeover that blurred the line between retail and campaign environment.

​

The result was a dynamic, photo-worthy space—equal parts product showcase and cultural statement—that connected fans and consumers directly to the “Unbannable” ethos while reinforcing Jordan’s identity as both heritage icon and future-forward brand.